The Impact of Brand Image in Courier Company on Loyalty: A Customer Satisfaction as Mediator
Abstract
In today's competitive business world, a company's brand image and its products and services are incredibly crucial. As a result, the primary goal of this study is to look at the impact of brand image on customer satisfaction in the courier sector. In the context of courier service in Malaysia, it also investigates the links between customer satisfaction and brand image, loyalty intention and brand image, and loyalty intention and customer satisfaction. It is deductive research since the hypotheses were created based on existing literature and collected data to test the hypotheses. The convenience sampling approach was used to choose a sample of 949 respondents. Statistical and mathematical procedures including crosstabulation, correlation, and regression analysis were used for data analysis. Poslaju is the best option for personal courier services, while J&T Express is the best option for commercial courier services, according to the study. According to this study, brand image significantly impacts consumer satisfaction. In a courier firm, brand image has a substantial impact on customer loyalty intention, and customer happiness has a significant positive effect on customer loyalty intention. The vast majority of consumers are pleased with our courier services.
References
IJRBS. Vol.10.2021, 5, pp.46-51. https://doi.org/ 10.20525/ijrbs.v10i5.1291.
Atalık, Ö., Bakır, M., & Akan, Ş. (2019). The Role of In-Flight Service Quality on Value for Money in Business Class: A Logit Model on the Airline Industry. Administrative Sciences, 9(1), 26. https://doi.org/10.3390/admsci9010026.
Al-Haddad, A. (2019). Social identification, brand image and customer satisfaction as determinants of brand love. In: Mateev M., Poutziouris P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation (IEREK Interdisciplinary Series for Sustainable Development). Springer, Cham. https://doi.org/10.1007/978-3-030-01662-3_28.
Amine, G., & Gabriela, T. (2017). The impact of logistic management in customer satisfaction. Proceeding of the International Conference on Business Excellence, 12(1), 407-415. http://dx.doi.org/10.2478/picbe-2018-0036.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229.
Borucka, A. (2020). Logistic regression in modeling and assessment of transport services. Open Engineering, 10(1), 26–34. https://doi.org/10.1515/eng-2020-0029.
Choi, D., Chung, C.Y., & Young, J. (2019). Sustainable online shopping logistics for customer satisfaction and repeat purchasing behavior: Evidence from China. Sustainability, 11(20), 5626. https://doi.org/10.3390/su11205626.
Choi, Y.; Mai, D. The sustainable role of the e-trust in the B2C e-commerce of Vietnam. Sustainability 2018, 10, 291.
De Caigny, A., Coussement, K., & De Bock, K. W. (2018). A new hybrid classification algorithm for customer churn prediction based on logistic regression and decision trees. European Journal of Operational Research, 269(2), 760–772.
https://doi.org/10.1016/j.ejor.2018.02.009.
Dunlop, P., & Smith, S. (2003). Estimating key characteristics of the concrete delivery and placement process using linear regression analysis. Civil Engineering and Environmental Systems, 20(4), 273–290.https://doi.org/10.1080/1028660031000091599.
Egant, J. (2014). Marketing Communications. United Kingdom: SAGE Publications.
Ejdys, J., & Gulc, A. (2020). Trust in courier services and its antecedents as a determinant of perceived service quality and future intention to use courier service. Sustainability, 12(21), 9088. https://doi.org/10.3390/su12219088.
Ganesan, M., & Chandramohan, S. (2021). A study on customer satisfaction of house hold electronic products in Sivagangai District. International Journal of Research and Analytical Review, 6(4), 141-144.
Gao, X., Shi, X., Guo, H., & Liu, Y. (2020). To buy or not buy food online: The impact of the COVID-19 epidemic on the adoption of e-commerce in China. PLoS ONE, 15(8): e0237900. doi: 10.1371/journal.pone.0237900.
Gulc, A. (2021). Multi-stakeholder perspective of courier service quality in B2C e-commerce. PLoS ONE, 16(5): e0251728. https://doi.org/10.1371/journal.pone.0251728.
Huma, S., Ahmed, W., Ikram, M., & Khawaja, M. I. (2020). The effect of logistics service quality on customer loyalty : Case of logistics service industry. South Asian Journal of Business Studies, 9(1), 43–61. https://doi.org/10.1108/SAJBS-10-2018-0114.
Konting, M. M. (2000). Kaedah penyelidikan pendidikan. Kuala Lumpur : Dewan Bahasa dan Pustaka.
Leonata, D. R. (2015). The relationship between customer satisfaction and customer loyalty in online environment. iBuss Management, 3(2), 173-185.
Mehta, A. M., & Tariq, M. (2020). How brand image and perceived service quality affect customer loyalty through customer satisfaction. Academy of Marketing Studies Journal, 24(1), 1-10.
Mulyono, R. A., & Pasaribu, L. H. (2021). The impact of mobile service quality and brand image on customer loyalty. Enrichment: Journal of Management, 12(1), 1–7.
Munawar, F., Munawar, R., & Tarmidi, D. (2021). The Effect Of Service Delivery Performance And Value Congruity On Customer Trust And Its Impact On Loyalty In Logistic Service Provider. Turkish Journal of Computer and Mathematics Education, 12(8), 1077–1087.
Pandey, R., Ganatra, V., Sonawane, H., Fauzi, F. N. B. M., Kee, D. M. H., Yasir, N. H. B. M., Suhairi, N.F.F.B., & Zamri, N. A. A. B. M. (2021). The impact of global trend on courier service and consumer satisfaction: A Study of DHL. International Journal of Tourism and Hospitality in Asia Pasific, 4(1), 64-72.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150–167. https://doi.org/10.1177/0092070300281014.
Sulastri, Wahab, Z., & Fauziyah, S. (2019). The Effect of Logistics Process Quality and Logistics Outcome Quality in Logistic Letter and Package Services to Customer Satisfaction. International Journal of Scientific and Research Publications (IJSRP), 9(8), 252–257. https://doi.org/10.29322/ijsrp.9.08.2019.p9239.
Wang, H. Y., Zhu, R., & Ma, P. (2018). Optimal Subsampling for Large Sample Logistic Regression. Journal of the American Statistical Association, 113(522), 829–844. https://doi.org/10.1080/01621459.2017.1292914.
All materials contained within this journal are protected by Intellectual Property Corporation of Malaysia, Copyright Act 1987 and may not be reproduced, distributed, transmitted, displayed, published, or
broadcast without the prior, express written permission of Centre for Graduate Studies, Universiti Selangor, Malaysia. You may not alter or remove any copyright or other notice from copies of this content.
